GraphicPeople’s
digital team is always up for unique assignments, even if that means catching a
cold or two, digitally! So when tasked to support a 150-year old personal care company,
the team knew they had to call upon all their accumulated experience to get it right.
Given its track record for digital excellence with leading global brands and
agencies, GraphicPeople was invited to support global personal care leader
Kimberly-Clark’s Kneelex tissue brand with a unique marketing campaign. The
Dhaka team would help build an interactive website for the US and Canadian
markets that could help predict a visitor’s vulnerability to colds and flu
based on location.

Apart from the
interactive website, the campaign required an additional informational website
on Kneelex Tissues, Flash banners and electronic direct mailers (EDMs), for two
countries in three languages. The project involved several agencies working
together under the WPP umbrella so constantly maintaining effective communication
and coordination across different levels of management was a challenge for
project managers on all sides. But the most challenging aspect was fully
understanding the client’s existing technical infrastructure and backend
systems that would host the interactive application and the product website to
avoid compatibility issues later. This exercise involved carefully reviewing
the client’s entire web hosting platform, navigating complex core technologies
and strictly adhering to a number of dos and don’ts.

An 8-member project
team comprised of software architects, senior .Net developers, front-end
developers, QA engineers and senior project managers was involved from the
GraphicPeople side. The team worked for 3000 man-hours to develop a predictive
web application, a conventional website, more than 50 Flash banners and 10 EDMs
for the US and Canadian markets in English, French and Spanish. The web
application was designed to predict the vulnerability of website visitors to
colds and flu with up to 88% accuracy, given their location in the US and
Canada.

Check out the full
story of how Kimberly-Clark benefited by partnering with
GraphicPeople on this complex project which went on to win a Webby Award. Get
in touch if you have a great creative idea we can help produce.